3 Common BDR Mistakes That Kill Sales (and How to Avoid Them)

Making a few changes to your BDR sales approach can make a huge difference in your results.

Whether you’re currently selling BDR (backup and disaster recovery) services or planning to get started soon, be sure to avoid the following common mistakes:

1. Selling a BDR Tool. “MSPs will often talk about having a BDR tool,” says Tim Brown, VP of Security at SolarWinds MSP. “Don’t talk about a tool. Talk about a program. You can have a tool as part of your program of course, but the tool alone does not make for a successful program.”Jason Bystrak, VP WW Channels & Distribution at Axcient/eFolder concurs adding, “You need to sell BDR as a service, and this will require you to consider the policies around your service offering including data retention, recovery options, and timelines for specific actions. This should involve a written policy and procedural document, which is an opportunity for you to set yourself apart as providing a true business continuity solution.”

2. Too Broadly Focused. Some MSPs will pitch BDR for an entire environment. Depending on the size of the business, that can be a lot for an MSP to take on. “For clients, putting all of their eggs in one BDR basket may be too risky,” says Brown. “But if you pitch BDR for say, the legal team, and propose that you’re going to make sure that all of the information that they have is appropriately stored, managed, and recovered in case of a disaster—that’s a more focused approach that you can address by drilling down to what works best for that type of environment. It creates greater client confidence when the scope is more manageable and realistic. When you focus on what the most important things are and do those things extremely well—and have references—you are well positioned for success.”

Consideration should also be given to the type of device and data being backed up, as well as the user experience, says Bystrak. “This may lead to a solution involving different types of backup solutions for different parts of the IT environment. Some may be direct to cloud for non-mission critical data, others could be appliance-based solutions where business continuity and speed is important, and still others may use file sync and share solutions that add additional value by allowing users to access files on any device (including mobile) without the need for a VPN (virtual private network).”

3. No Proof. “It’s vital to position your BDR offering as a tested program that’s backed by people, technology, and process,” says Brown. “Demonstrate your complete program approach—including why it works and how it’s been tested to work—and provide references. The service should also include the ability to monitor backups to make sure they are successful, and a policy to periodically test business continuity solutions to make sure they truly keep the business up and running,” says Bystrak.